Feder and Umali (1993) noted that as environmental issues in agricultural businesses have gained attention, increasing focus is being applied to examining the adoption of environmental innovations. Clearly the need for the adoption of environmental practices and innovations is greater than ever, especially in agriculture where the level and severity of environmental problems continue to rise. Conventional wine production practices result in similar environmental issues to those incurred in other agricultural businesses, including groundwater depletion, water pollution, effluent run-off, toxicity of pesticides, fungicide and herbicide use, habitat destruction, and loss of natural biodiversity. This study adds to the current knowledge regarding the adoption of environmental innovations, specifically in the wine industry.